The loss reasons

Why revenue left, in categories that can be counted.

The part

What it is

Loss to a competitor, loss to inaction and loss because the customer’s own circumstances changed are three different findings with three different responses.

The reason recorded by the account manager and the reason given by the customer frequently differ, and both are worth holding.

The smallest level

The attributes it carries

Each attribute is one of the framework’s shared types. What a date is, and how it is written, is defined once for the whole model — the note here says what it means in this particular place.

Reason category
Competitor, budget, dissatisfaction, changed need or ceased trading.
Choice shared type
Value lost
What the departure was worth, so reasons can be weighted rather than counted.
Money shared type
Source
Whether the reason came from the customer or from internal assumption.
Source shared type